Vodafone Egypt Celebrates Impact of “Maaki” Program Empowering Rural Women in Minya
Vodafone Egypt hosted a large-scale celebration in Minya Governorate to mark the success of the first phase of its “Maaki” program, a flagship initiative aimed at empowering rural women through digital and financial inclusion. The event brought together more than 500 program ambassadors from seven villages across the governorate, highlighting inspiring success stories and tangible impact within local communities.
The “Maaki” program is implemented in partnership with the Micro, Small and Medium Enterprise Development Agency (MSMEDA), Samsung Electronics Egypt, and CARE Egypt Foundation, reflecting a strong model of collaboration between the public and private sectors and civil society to advance women’s empowerment in rural areas.
Held in a vibrant and engaging atmosphere, the event featured recognition of outstanding ambassadors who have made a meaningful difference in their communities. The celebration included interactive sessions with program participants, enabling knowledge exchange and showcasing personal journeys of growth and achievement, alongside the distribution of awards in recognition of their exceptional performance.
Since its launch in September, the “Maaki” program has delivered a transformative impact, targeting one million rural women over three years. The initiative focuses on enhancing digital and financial literacy by equipping participants with essential technology skills, data protection awareness, and access to digital financial services such as mobile wallets. These efforts aim to unlock broader economic opportunities and foster sustainable socio-economic inclusion.
The event was organized in coordination with the office of Minya Governor Major General Emad Kadwani and local leadership, with the Governor attending alongside key program partners. These included Mostafa El-Ganzouri, Head of the Central Sector for Branches at MSMEDA; Mohamed Essmat, Head of Mobile Division at Samsung Electronics Egypt; and Amira Hussein, Director of Women’s Rights and Education Program at CARE Egypt.
Senior executives from Vodafone Egypt were also present, including Karim Eid, Chief Commercial Officer, and Ayman El-Saadany, Head of External Affairs. The initiative’s success underscores the power of cross-sector collaboration and aligns with Egypt’s national agenda to accelerate digital transformation and sustainable development across rural communities.
Karim Eid, Chief Commercial Officer at Vodafone Egypt, expressed his pride in participating in the celebration, emphasizing that the program represents a highly effective development model centered on empowering women. He noted that by providing training, knowledge, and access to mobile devices, the initiative enables women to generate new income streams for themselves and their families while strengthening their role in society.
He added that the program’s real impact was evident through the ambassadors’ testimonials shared during panel discussions, which highlighted improvements in skills, self-confidence, and the ability to pursue personal and professional aspirations.
Ayman El-Saadany, Head of External Affairs at Vodafone Egypt, stated that the program aims to positively impact one million rural women within three years. He noted that the journey began in Minya, where more than 1,200 ambassadors have joined the program in recent months, with plans to expand into other governorates in the near future.
He emphasized that the event reflects the strength of partnerships and integration among various stakeholders, showcasing a successful model of non-traditional collaboration that delivers measurable improvements in women’s lives, expands access to technology, and enhances economic empowerment.
Mostafa El-Ganzouri, Head of the Central Sector for Branches at MSMEDA, reaffirmed the agency’s commitment to supporting entrepreneurship initiatives, particularly those targeting women. He announced that MSMEDA’s Minya branch will provide specialized training programs to program ambassadors to help them launch new businesses and achieve economic independence. He also highlighted the agency’s nationwide services, including financial and technical support, as well as awareness of legislative incentives under relevant SME development laws.
Mohamed Essmat, Head of Mobile Division at Samsung Electronics Egypt, stated: “At Samsung, we believe that technology is a key driver of economic and social empowerment. This belief is reflected in our corporate social responsibility strategy and reinforced through our partnership in the ‘Maaki’ program. Supporting Egyptian women with digital skills and technological knowledge not only enhances their quality of life but also opens new pathways for active participation in the digital economy. We are proud of the program’s tangible impact and look forward to expanding its reach.”
Vivian Thabet, Executive Director of CARE Egypt Foundation, emphasized the importance of knowledge and opportunity in transforming women’s lives, stating: “When women are equipped with the right tools and confidence, they become powerful agents of change within their communities. Investing in women is an investment in a more sustainable future, and effective partnerships remain key to achieving long-term impact.”
The “Maaki” program is part of Vodafone Egypt’s broader strategy to promote inclusion and empower women by providing access to digital tools and knowledge. The company continues to place women’s empowerment at the heart of its vision, reinforcing its role as a key partner in advancing sustainable development and building a more inclusive digital society in Egypt.